Yupin Yang

Assistant Professor, Marketing
Ph.D. Marketing (University of Toronto, Canada), B.Sc. Operations Research and Statistics (Fudan University, China)

Burnaby Room: WMC 4368
Burnaby Phone: 778.782.4186

Email Address: yupin_yang@sfu.ca

Curriculum Vitae: View

Biography

A love of sports spills over into assistant professor Yupin Yang's research, which focuses on sports marketing and branding strategies. Her research also includes search advertising, and pricing in hosipitality industry. Yupin joined the Beedie School of Business in September 2007 from the University of Toronto where she earned a PhD in marketing. She appreciates Vancouver's outdoors lifestyle very much.

Specialization and Research Interests

Sports Marketing, Athlete Branding, Quantitative Marketing, Two-sided Matching Model, Search Advertising. 

Selected Publications

Tang, Guanting, Yupin Yang, and Jian Pei. “Price Information Patterns in Web Search Advertising: An Empirical Case Study on Accommodation Industry.” 2013 IEEE International Conference Proceedings on Data Mining (ICDM'13), IEEE Computer Society Press.

Yang, Yupin & Mengze Shi (2011). Rise and fall of stars: Investigating the evolution of star status in professional team sports. International Journal of Research in Marketing, 28(4): 352-366.

Yang, Yupin, Mengze Shi & Avi Goldfard (2009). Estimating the value of brand alliances in professional team sports. Marketing Science, 28(6): 1095-1111.

Working Papers

“Does Competition Lead to More Price Advertising? Examining the Impact of Market Competition on Search Advertising.” Revise and resubmit requested at the Journal of Interactive Marketing (co-authored with Guanting Tang, Jian Pei, and Steven Lu).

“Who Sponsors Whom and Why? An Empirical Investigation of Sports Sponsorships.” (co-authored with Avi Goldfarb). Under review at  the Journal of Marketing Research.

 “Understanding the Impact on Intermediaries of Adding a Direct Online Channel: A Longitudinal Study Using Consumer Transaction Data”, under review at the European Journal of Marketing (co-authored with Steven Lu and Ulku Yuksel).

 “A Longitudinal Study of the Impact of the Sydney Olympics on Real Estate Markets”, under review at International Journal of Event and Festival Management (co-authored with Steven Lu).

 “Examining the impact of consumer search behavior on search advertising.” Under review at the Australasian Marketing  Journal. (co-authored with Guanting Tang, Jian Pei, and Steven Lu).

"Feedback control during sales contest", ( co-author with Mengze Shi)

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